E-commerce platforms in China: The battle between shopping titans and rising stars
The Chinese e-commerce platform market generated a staggering sales volume of RMB 15.5 trillion in 2024. This makes China the world’s largest e-commerce market. This flourishing market is growing steadily year on year, reaching an annual growth rate of 7.2% in 2024. Chinese consumers are pampered with a myriad of platforms to choose from, such […]
How Chinese consumers and TikTok refugees are shaping Little Red Book in China (RedNote)
Little Red Book, also known as RedNote and Xiaohongshu (小红书), was founded in Shanghai in 2013 by Charlwin Mao and Miranda Qu. Although the English name is used to refer to the collection of quotations from Chairman Mao, they are unrelated. RedNote is a lifestyle-focused social media and e-commerce platform that is widely popular among […]
Xiaohongshu’s Foodie Marathon boosts Shanghai’s culinary scene
On the 17th of July 2023, the Chinese social media platform Xiaohongshu launched the “100 Stores Exploration Plan” (100家探店计划), which will end on the 31st of December, 2023. This event was launched in several big cities like Guangzhou, Shenzhen, Shanghai, and Beijing. The event involves visiting 100 stores and sharing relevant posts on the platform. […]
How social commerce in China is transforming shopping and social media
Social commerce defines an ecosystem that combines social media and e-commerce platforms in a dynamic and distinctive manner. It forms a space where the boundaries between online shopping and social interactions blend seamlessly. This fusion is achieved through the integration of social media, online marketplaces, and mobile payment systems, resulting in an environment that immerses […]
Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”
On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]
AYAYI: The first metahuman in China has already made an “offline appearance” at Guerlain’s event
The first metahuman AYAYI (super realistic digital human) was created by RM Inc. (燃麦科技) earlier this year. AYAYI made her first appearance on Red on May 20th, 2021, the Chinese version of Valentine’s Day. As of July 1st, AYAYI’s first笔记 (note) launched on Red has won 95,000+ likes, 13,000+ favorites, and 2+ million reads. All […]
Apply the Kardashians marketing tactics in China
In 2020, the Kardashians’ fame in China has hit a new high. No matter how you feel about them, you cannot deny their success: the empire of Kim Kardashian worth $350 million and Kylie Jenner’s worth $900 million. This is mainly thanks to the Kardashians marketing genius, which is also trending in the Chinese market. […]
Daxue Talks Transcript #62: How are brands adapting to the coronavirus outbreak on Xiaohongshu?
Brands adapting to coronavirus outbreak on Xiaohongshu Find here Daxue Talks episode 62. In this interview, Miro Li provides her insights into what brands are doing differently on Xiaohongshu (Red) in response to the coronavirus outbreak. Full transcript below: Can you provide interesting cases on how brands on Xiaohongshu adapted to new conditions during the […]
Daxue Talks 62: Brands’ behavior on Xiaohongshu during the Coronavirus
In this episode of Daxue Talks, Miro Li, an expert in marketing foreign brands on niche Chinese platforms, continues to share how brands are changing their behavior on the Chinese lifestyle sharing platform Xiaohongshu (Red) in the face of the COVID-19 outbreak. Jump to the questions: 0:38: Can you provide interest cases of how brands […]
Daxue Talks transcript #61: How has Xiaohongshu changed during the coronavirus outbreak in China?
Find here Daxue Talks episode 61. In this interview, Miro Li discusses the changing landscape of RED during the virus outbreak. Watch it to know how Xiaohongshu has changed during the coronavirus outbreak in China. Full transcript below: How has coronavirus effected users behaviour on Xiaohongshu? I think users spend more time on this app, so […]
Daxue Talks 61: KOLs’ and users’ behavior on Xiaohongshu during and after the coronavirus outbreak
KOLs’ and users’ behavior on Xiaohongshu during and after the coronavirus outbreak In this episode of Daxue Talks, Miro Li, an expert in marketing foreign brands on niche Chinese platforms, discusses how KOLs and the Chinese lifestyle sharing platform Xiaohongshu (Red) have adapted to the COVID-19 outbreak. Jump to the questions: 0:38: How have KOLs […]
What you need to know to sell online in China
China is the world’s leading e-commerce market With more than 610 million digital consumers, China is currently the world’s leading e-commerce market. With such potential, it is not surprising that China has become the new goldmine for online retailers, local or international. In this article we outline the basic information to sell online in China. China cross-border […]